DSW Globetrotting With Sequent

LOS ANGELES-Sequent Computer Systems launches its first-ever global ad campaign today via Euro RSCG/DSW Partners.
Print and online ads debut the tagline, “Can your data center do this?”
The first three ads are aimed at differentiating the Beaverton, Ore.-based company from its competitors by focusing on its technological advances and customer success stories. DSW has also redesigned Sequent’s Web page, which will support the rollout. The ads will run in national business and computer trade publications in the U.S., U.K. and France.
Craig Aramaki, account director at the Salt Lake City agency, said the campaign targets high-level IT decision makers and executives responsible for making e-commerce infrastructure decisions.
“We’ve taken an aggressive stance,” said Aramaki. “From the bright colors to the use of words like “confident’ and “unconventional’ in the copy, we’ve articulated their brand personality.”
One ad takes aim at much larger competitor Sun Microsystems. Another presents Boeing as an example of a satisfied customer.
The estimated $2-3 million campaign will run through July and pick up again in the fourth quarter. ƒ